P&G Hair Removal Device Ad Probe Closed by Italy Regulator

The Italian antitrust authority (AGCM) has closed its investigation into Procter & Gamble's claims for the Braun Skin i-Expert pulsed light epilator, a hair removal device. The probe was opened in February and focused on allegedly misleading advertisements that exaggerated the product's capabilities.

P&G agreed to address the regulator's concerns by removing the claim that the device could leave users free of body hair for two years. Additionally, the company committed to extend its 100-day full purchase-price refund guarantee for six months until December 31st if customers are not satisfied with the product.

The AGCM's decision marks a resolution to this particular investigation into P&G's marketing practices in Italy.